...Manish Das; Charles Jebarajakirthy; Balaji M.S.; Victor Saha; Mrinal Kanti Paul; Achchuthan Sivapalan Purpose This study aims to examine the role of price discounts and how to communite such discounts for masstige brands. While a price discount might encourage potential (first time) customers...

... countervailing cultural discourses in the market (Thompson and Haytko). Consumer discourse is generated through in‐depth, semi‐structured interviews. Findings In the context of countervailing discourses that challenge the notion of luxury (e.g. “masstige”, “chav” and “bling”), respondents construct...